> In an earlier attempt on Tuesday to change an AppleID password (which is the same password used to log into iCloud and iTunes), Apple customer service offered up a different response, saying that passwords could only be changed over the phone if we were able to supply a serial number for a device linked to the AppleID in question — for example, an iPhone, iPad or MacBook computer.

Adding (or worse, substituting) a serial number helps, but seems insecure in the event of a lost/stolen phone. A device serial number, plus all the already mentioned info: name, address, last 4 characters of a credit card, are all reasonably easy to extract from a stolen phone. Would be nice if some piece of info not usually stored on a phone were required. I suppose that a lost phone is already a security breach, but any containment would be an improvement.